601 New Jersey Avenue, Washington, DC
Situated near Union Station and the U.S. Capitol, 601 New Jersey Avenue NW is a prime office location. But after the Federal Trade Commission moved out in 2014, leaving the building 90% vacant, it needed to attract new tenants. Owner Beacon Capital Partners undertook an extensive renovation and hired ESI Design to add life and color to the neutral palette of the groundfloor lobby.
ESI created a captivating media presence for the two elevator bays with a seamless canvas of LED and LCD screens. The light emanating from this installation travels down the space, giving it a warm, inviting glow that can be seen even from outside.
A high-resolution LCD screen at eye level plays a continuous loop of media including weather, nearby events, building ID and local Instagrams. Surrounding LED screens behind glass diffusion play atmospheric media in colors that complement the content on the primary screen. All the hardware for this complex set-up is expertly concealed and easily accessible behind custom-built cabinetry.
Beacon Capital’s renovation succeeded in attracting the kind of established firms it sought.